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Posts Tagged “Sports”
 

Jon Kander Mar 3

Just Because you Aren’t an Endemic Sponsor, Doesn’t Mean You Can’t Be Endemic to the Overall Sports Experience

In a down economy, companies are forced more and more to make their sponsorships relevant and meaningful. Companies who are endemic to a particular sport are a natural fit for those particular sponsorship opportunities. However, for companies whose businesses do not naturally fit into the sports experience, they have to be a little more creative with how they activate their sponsorship platforms to make their presence meaningful to the fans and attendees. In particular, companies within the consumer and B2B technology and communications categories have done a great job of leveraging their sponsorship opportunities and made themselves largely endemic to the sports experience.  more

pro sports sports trends activation

 
 
Diane Knoepke Mar 3

Why Motorsports Teams Should “Trade Paint” With Art Museums

Hallelujah and thank you, Bill Taylor. I read his great Harvard Business Review blog post yesterday on idea-swapping outside the immediate field (or sector or industry) we work in. If there’s any Kool-Aid you are open to drinking today, let this be it. While I suggest you read the full post—he has good anecdotes about companies employing the strategy—his last paragraph sums up his point.  more

associations cause marketing entertainment how to get sponsorship motorsports non-traditional categories sports arts

 
 
Carrie Urban Kapraun Feb 26

A Company’s Sponsorship Budget Should be “a” Factor Not “the” Factor When Choosing a Property

Among the numerous considerations a sponsor must wade through to determine which properties to sponsor, cost is usually at the top of the list. Unfortunately, focusing too much on cost can sometimes lead a sponsor down the wrong path or create unnecessary boundaries, ruling out properties that might otherwise be appropriate.  more

arts associations cause marketing events local sports activation

 
 
Jon Kander Feb 25

Untapped Marketing Opportunity in the NBA

For the record, I am an NBA fan. But aside from my love of the game, it’s my opinion that the NBA has been ahead of its time, when compared to other professional leagues in America, in creating interest abroad, especially in China. The past few years have seen some of the greatest playoff series ever (Spurs-Suns 2007 and 2008, Celtics-Cavaliers 2009, Celtics-Bulls 2009, Pistons-Cavaliers 2007, Lakers-Celtics 2008) and the league’s stars have never been more likable and charismatic from a fan’s standpoint.  more

social media sports pro sports

 
 
Carrie Urban Kapraun Feb 18

Will Other Online Companies Follow in the Sponsorship Footsteps of AOL and GoDaddy.com?

An AOL press release from earlier this week about AOL’s sponsorship of Mercedes-Benz Fashion Week spurred a thought. I wanted to better understand what online companies such as AOL, Google and YouTube are sponsoring and why online companies aren’t more active in sponsorship.  more

nonprofit research sports NASCAR

 
 
Jim Andrews Feb 18

Shout Out To Long-term Sponsorships

If you have checked out Sponsorship.com’s News section you may have read the February 17 release from the Quick Chek New Jersey Festival of Ballooning announcing a renewal of the title sponsorship that began in 1993.  more

festivals motorsports NASCAR sports events

 
 
Jon Kander Feb 17

Why No Coors Commercials during Super Bowl XLIV?

Hi all, My name is Jon Kander. I am an alumnus of Wake Forest University for undergrad and Ohio University’s MBA/MSA program. I have worked in IEG’s Valuation Services department since graduating from Ohio and am brand new to the IEG blogosphere. You can read a little more about me in the brief bio on the right. Watching this year’s Super Bowl, I found myself wondering one thing – where are all the Coors commercials? Obviously, the price tag for a 30-second advertisement is steep; however, when Coors is paying an estimated $100 million per year in NFL-themed advertising, promotions and other team sponsorships to be the official beer of the NFL, it needs to make sure it is seen by the 106.5 million people watching the NFL’s marquee game on TV, right?  more

pro sports sports beer

 
 
Diane Knoepke Feb 10

Should Toyota and Cardiac Science Product Recalls Have Any Impact on Their Sponsorships?

Usually when we’re talking about recall and sponsorship in the same conversation, it’s a discussion of figuring out whether audience members had a positive recall (aided or unaided) of a given property's sponsors as measured by a survey. Today, however, we’re talking about product recalls and what should be done by (and for) properties that have the manufacturers—if not the product brands themselves—as sponsors?  more

government/municipal guidelines NASCAR non-traditional categories sports contracts

 
 
Vinu Joseph Feb 9

The Line Between Ambush and Smart Marketing: Part II, the “Big Game”

As mentioned in my last post, there are plenty of differing viewpoints on what constitutes an ambush. This time let’s look at the NFL’s marquee attraction, the Big Pro Football Championship Game Recently Played in South Florida. I find the Super Bowl a more interesting case than the Olympics—at least here in the U.S.—because of its near-holiday status. From a marketing perspective, the game and the NFL take a backseat to the revelry leading up to the game (and the commercial breaks). Can you ambush a holiday?  more

contracts endorsements sports ambush marketing

 
 
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